129: Sales-Free Selling: Insights from Steve Fretzin on Building Relationships

Ten Golden Rules Internet Marketing for Law Firms Podcast

The secret to growing a successful business isn’t just about working harder—it’s about building smarter relationships and leveraging time efficiently. I had the privilege of speaking with Steve Fretzin, a seasoned coach for professionals, who specializes in helping lawyers master business development without the pressure of traditional selling. Steve’s innovative “sales-free selling” approach focuses on building authentic connections, fostering trust, and creating systems that simplify the process of growing your business. His insights on networking, strategic planning, and personal productivity will inspire you to rethink your approach to professional growth and client relationships.

Key Topics

[03:45] Steve explains how he transitioned into coaching lawyers during the 2008 recession.

[04:45] Why “sales-free selling” resonates with professionals and builds genuine relationships.

[05:57] The value of starting a podcast for relationship-building and content creation.

[08:15] Why networking through podcasts can generate business opportunities.

[10:45] How to embrace a mindset shift from hard selling to consultative business development.

[12:15] The importance of moving prospects to a clear “yes” or “no” and avoiding wasted energy.

[13:45] Writing a simple, actionable plan to guide your networking and business development.

[15:25] How to reconnect with old contacts to jumpstart referrals and opportunities.

[17:30] The significance of asking pointed questions to qualify relationships effectively.

[19:55] Testing potential referral partners with small exchanges to gauge reliability.

[21:15] Strategies for building a network in groups aligned with your target market.

[23:00] The “know, like, and trust” factor and why patience is critical for relationship-building.

[24:45] The power of offering value to others before asking for business in return.

[26:45] Using one-on-one meetings strategically to build meaningful connections.

[28:45] How Rainmakers delegate effectively to focus on their strengths and scale their businesses.

[30:30] Why letting go of perfectionism can increase productivity and growth.

[31:15] Leveraging peer advisory groups to gain outside perspectives and solve big challenges.

[33:45] The value of accountability in peer advisory groups to drive action and results.

[34:00] Steve’s personal productivity tool, the Remarkable 2, and its role in his paperless workflow.

[38:45] Why having a “right-hand” team member is essential for long-term success.

Resources Mentioned

Books:

• Traction by Gino Wickman - https://a.co/d/ihYy76d
• Getting Things Done by David Allen - https://a.co/d/jlj24W0
• Who Not How by Dan Sullivan - https://a.co/d/cAouJ2E

Tools/Websites

• Remarkable 2 – Digital paper tablet for note-taking and organization.
• LinkedIn – Leveraged for networking and professional branding.
• LinkedIn Tutorial for Business Development - https://www.youtube.com/watch?v=0EWfLRtUL0g

Podcasts

• Be That Lawyer Podcast (Steve Fretzin’s own podcast) - Focuses on helping lawyers develop business skills they didn’t learn in law school. - https://podcasts.apple.com/us/podcast/be-that-lawyer/id1498488978
• All-In Podcast - A popular podcast featuring discussions on business, technology, and investing. - https://podcasts.apple.com/us/podcast/all-in-with-chamath-jason-sacks-friedberg/id1502871393
• Joe Rogan Experience - Known for long-form interviews with influential figures across various fields. - https://podcasts.apple.com/us/podcast/the-joe-rogan-experience/id360084272
• Under the Influence - A podcast about advertising, exploring the history and impact of iconic brands and campaigns. - https://podcasts.apple.com/us/podcast/under-the-influence-with-terry-oreilly/id493536367
• Modern Wisdom - Explores topics like personal development, fitness, and philosophy. - https://podcasts.apple.com/us/podcast/modern-wisdom/id1347973549
• Prof G Podcast - Hosted by Scott Galloway, covering business insights, marketing, and technology trends. - https://podcasts.apple.com/us/podcast/the-prof-g-pod-with-scott-galloway/id1498802610

About Guest:

Steve Fretzin is a renowned business development coach, four-time author, and the host of the BE THAT LAWYER podcast. For over 16 years, he has dedicated his career to helping attorneys achieve exceptional growth, often doubling or tripling their books of business through tailored, highly engaging programs.

At FRETZIN, Steve empowers his clients to become confident, organized, and skilled rainmakers, equipping them with the tools and strategies to excel in business development. His expertise and passion for attorney success have made him a trusted partner for legal professionals seeking to elevate their practices.

https://www.fretzin.com/

https://www.linkedin.com/in/stevefretzin/

https://www.facebook.com/salesresults/

https://x.com/stevefretzin

https://www.youtube.com/user/SalesResultsInc

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and publications worldwide.

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